CSR consultancy

elcamedia

Sustainability dialogue

cSR STRATEGY

Cradle to Cradle marketing

The methodology of Cradle to Cradle (C2C) has been around for several decades now, and although many people have heard of the circular economy concept, it is occasionally misunderstood. As Michael Braungart, co-founder of the methodology, himself emphasized at a talk at Erasmus University Rotterdam (RSM) last week where ELCAMEDIA and other Cradle to Cradle partners were present the focus isnt about reducing waste to zero, or eliminating carbon emissions completely. A tree releases carbon emissions and waste; these are natural processes. The way to go is yes, to reduce the negative footprint, but importantly to increase the positive footprint of your products and processes as well. Cradle to Cradle basically serves as the change agent for this process. It results in companies such as Desso a company that has fully integrated the C2C philosophy into its business model developing carpets that actually clean the air. That carpet is then completely recyclable into new carpet. The waste becomes food. Michaels key question to the group was: how can we, as companies and societies, work together to create positive cycles, and do this faster? In addition to a business approach, it will require social, cultural, technical, scientific and engineering skills combined. The fact that this discussion was happening in the Netherlands is no coincidence; the Dutch are leading the way, in both private and public sectors, on researching ways to implement eco-effective processes and products, irrespective of market competition. Michael gave the specific example of phosphate, which is a very rare and sought-after resource. The Netherlands is aiming to be the first country in the world to close the phosphate loop completely. The key conclusion on how to increase the speed of Cradle to Cradle adoption was simple: communication. The more positive messages about real achievements and actual Cradle to Cradle case studies are communicated and correspondingly the more greenwashers are rooted out and exposed the more other communities and companies globally will recognize that this is not just a marketing hype but a logical economic alternative with great design, social and ergonomic benefits. The current economic situation should not, therefore, deflect from Cradle to Cradle, but instead serve as a powerful incentive to embrace it more. Desso, for example, has in the past 5 years gained market share everywhere and has seen profits increase every year even right through the economic crisis. And with the cost of materials only expected to increase over time, it too is positioning itself for a bright future. And there are many other case studies. The sooner people are able to understand the importance of quality innovation and that it is mission critical the more issues like premium pricing become irrelevant. The conversation at Erasmus University was a pilot session, the first, we hope, of many discussions like this. It again strengthened our own mission and commitment as an environmental marketing communications agency with trained and certified Cradle to Cradle marketing consultants to help companies promote their Cradle to Cradle efforts and success stories, because every success story has a ripple effect that will spread. The academic chair at the Rotterdam School of Management (RSM) Erasmus University, is entitled Cradle to Cradle in relation to sustainable system innovations and transitions in theory and in practice. Established in 2008 by Stichting Rotterdam Sustainability Initiative (RSI) it started operating at DRIFT in March 2009. Stichting RSI is an organization of government agencies (such as VROM) and leading private companies. Prof. Dr. Michael Braungart is the first appointee to the Cradle to Cradle chair ElcaMedia CSR consultancy. All rights reserved. www.elcamedia.com See example of our work: Desso - Cradle to Cradle Four Seasons december 2011 ELCAMEDIA Leading Consultancy for Embedding CSR & Sustainability into an overall corporate strategy Amsterdam (the Netherlands), London (England), Cambridge (England), New York (USA)